Adapted from content excerpted from the American Express® OPEN Small Business Network
You can use customer service as a powerful way to set yourself
apart from your competition. Its one of the strengths a small
business has, and by emphasizing customer service, you can compete
with larger companies who may offer more variety, lower prices, and
other perks you can't afford. But many small businesses fall
short in the customer service category. Why? Ignorance is one
reason. There simply are not a lot of examples of good customer
service on which to model your company.
To make sure your business' customer service is top notch, find
out what your competition is doing and then copy and exceed it.
Read books or listen to audiotapes by people who have studied
customer service-driven companies such as Neiman Marcus and see
what lessons you can learn from these giants. Successful
entrepreneurs are always looking for ways to improve all aspects of
their business.
In the meantime, here are five maxims to help make sure you
leverage your small business status to provide the best customer
service possible.
1) Apologize, Don't Debate
If a customer has a problem, apologize and fix the problem. Make
sure to let customers vent their grievances, even if you are
tempted to interrupt and correct them. Then give them a refund, new
item, or whatever will fix the problem. Debating or haggling over a
refund creates ill will. Repair mistakes immediately. Keep in mind
that a complaint about your company is an opportunity to turn the
situation around and create a loyal customer. Obviously, there will
be some customer requests that are too outrageous to comply with.
If that's the case, do your best to offer a moderate, appealing
alternative.
2) Feedback Keeps You Focused
Ask your customers to rate your service on a regular basis. This
can be done via a short questionnaire included with every product
sold or mailed to key clients. Keep the questionnaire short so that
it is not a burden for customers to complete, and make sure they
know they can decline to participate. Always let customers know the
purpose of the survey is to serve them better. If they fill out the
survey and have no problems, it is a reminder of what good service
you offer. If issues do arise, they can be addressed.
3) Stay Flexible
You must be flexible when it comes to your customers and clients.
This means doing a project for a client in a pinch, having an early
morning meeting even if you like to sleep in, and meeting on
Saturday even if you usually reserve your weekends for
yourself.
Flexibility can also mean getting information for your client, even
though it may not be in your area of expertise. Say, for example,
you're catering a wedding and your client needs information on
Irish wedding customs. It's just as easy to make a call to your
local library and fax the information to your client as it is to
say "I don't know anything about that." And making
that extra effort will ultimately pay off with a very satisfied
customer.
4) Always Say "Yes"
This doesn't mean giving up your personal will to your
customers but it does mean finding a way to help customers with
their requests. If you run a gift business you might wrap a present
for an important client, even if you don't usually provide gift
wrapping. You might stay up late to finish a project if a client
suddenly has a deadline moved up, or travel in a snow storm to meet
a client even if it means an unpleasant trip for you. Always saying
yes, means the words "that isn't possible" should be
forbidden from use in your business. You cannot afford to use them.
If this sounds expensive and inconvenient, it is, but it is less
expensive than losing a customer and having to spend money and time
landing a new one.
5) Under Promise, Over Deliver
Make your customers believe they are important to you by always
appearing to go the extra mile. Build a little cushion into a
deadline and deliver early. Estimate that a job will cost more than
you think, and bring it in lower.
Many small businesses make the mistake of reversing this maxim -
over promising and under delivering. This is a true recipe for
disaster. You may get the business, but your level of service will
make it difficult to compete. If 24-hour turnaround is excellent
service in your industry, don't promise it in 12 just because
the customer requests it.
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